Emart24 Launches New PL Brand 'Ye!low' to Strengthen Product Competitiveness

13 Ye!low Products to Launch First on the 1st of Next Month
Strengthening Product Competitiveness and Expanding Value-for-Money Offerings

Emart24 announced on the 30th that it will launch a new private label (PL) brand called 'Ye!low' on the 1st of next month.

Emart24 announced on the 30th that it will launch a new private label (PL) brand called 'Ye!low' on the 1st of next month. Photo by Emart24

Emart24 explained that it decided to launch a new PL brand that covers price, trends, and health, as customer preference for PL products has recently increased and the company needs to strengthen its competitiveness with differentiated products.

The new PL brand 'Ye!low' carries the meaning of 'quality is ye! price is low.' It also refers to Emart24's signature color, yellow. The company plans to expand its product lineup under three concepts: 'Amazing Price' for value-for-money products that offer low prices and high quality, 'New Trend' for innovative products with unique ingredients and manufacturing methods, and 'Healthy' for products that are reasonably priced and mindful of customers' health.

In line with these three concepts, the label font color will vary by product: 'orange' for value-for-money products, 'navy' for trendy products, and 'green' for healthy products. This is intended to help customers intuitively identify product information.

Accordingly, all existing PL products will be rebranded as 'Ye!low,' and new products that fit the new brand will be launched sequentially.

First, 10 existing items-including snacks, paper products, ready-to-eat meals, and dairy products-will be renewed under the 'Ye!low' brand, and three new products will be added, for a total of 13 Ye!low products to be introduced on the 1st of next month.

The first new products are three types of innovative mixology drinks called 'Fruity' (Yuja & Mint, Lychee & Chamomile, Plum & Green Tea). These beverages, which blend fruit and herbal teas, are all zero-calorie and contain functional ingredients such as vitamin B3, zinc, and theanine, targeting customers seeking healthy drinks. To celebrate the launch, a buy-one-get-one-free promotion will be held throughout October.

Emart24 plans to continue introducing beverages that can be enjoyed casually in daily life. In particular, the company will sequentially renew existing snacks, beverages, and daily necessities under the new brand.

Kim Jiwoong, head of Emart24's MD Strategy Team, stated, "PL products are becoming an important factor for customers when choosing a convenience store brand, and their importance is expected to grow further amid high inflation. We will continue to leverage our product development capabilities to create differentiated PL products compared to competitors and help increase franchise store sales."

This content was produced with the assistance of AI translation services.